Coca-Cola India Forays Into The Dairy Segment, Launches It's Latest Innovation, 'Maaza Milky Delite'
India's largest beverage company further diversifies its portfolio, launches a truly irresistible blend of mango & milk, based on local taste preferences, providing consumers with an innovative and unmatched taste experience
  • Maaza Milky Delite is a delicious blend of juicy mangoes and milk developed especially by Coca-Cola India in its Research & Development Laboratory in Gurgaon.
  • Latest innovation has been specially developed for the Indian consumers; made available in 200ml tetra slim pack and affordably priced at Rs 15.
  • Innovative consumer proposition of Maaza Milky Delite is best explained by its tagline – 'Sharing Not Possible'.
  • Part of a phased launch, Maaza Milky Delite would be manufactured at the Taratala bottling facility (Diamond Beverages Pvt. Ltd) in Kolkata and will be made available to consumers through select channels and outlets in Kolkata - to be subsequently rolled out nationally later this year.
  • Launch to be further supported by an intensive consumer activation program- to include both above & below the line initiatives involving extensive experiential sampling, road shows, airing of a TV commercial etc.
Kolkata, 17th August, 2010: After successfully delighting consumers with the irresistible taste of Maaza, Coca-Cola India today announced its foray into the dairy segment with the launch of its latest innovation. The latest offering, Maaza Milky Delite is a delicious blend of juicy mangoes and milk developed especially by Coca-Cola India in its Research & Development Laboratory in Gurgaon. Maaza Milky Delite is made out of great quality mango pulp blended with milk, providing Indian consumers with a truly refreshing and delightful experience. The innovative consumer proposition of Maaza Milky Delite is best explained by the brand's tagline – 'Sharing not possible'; a taste so irresistible that one would not want to share it with anyone!
According to Ricardo Fort, Vice President, Marketing, Coca-Cola India, "We at Coca-Cola India are constantly evaluating and exploring opportunities to expand and further diversify our beverage portfolio. It gives me immense pleasure to announce the launch of Maaza Milky Delite, an innovation that will not only mark Coca-Cola India's entry in the dairy segment but also further strengthen the leadership of brand Maaza in the country. This latest innovation has been developed at our Research & Development Laboratory in Gurgaon. As part of the phased launch, Maaza Milky Delite would be first made available to consumers in the city of Kolkata followed by a nation-wide launch later this year".
Maaza Milky Delite is being made available in a 200 ml slim tetra pack, and has been affordably priced at Rs 15. The latest innovation by Coca-Cola India is targeted at teenagers and young adults who are on the lookout for a delicious and refreshing milky mango juice drink.
According to Vikas Chawla, Vice President, Franchise Bottling Operations, Coca-Cola India, "Driven by innovation, we at Coca-Cola India are constantly trying to find new ways to delight and refresh our consumers. The launch of Maaza Milky Delite is an example of the same endeavor. Maaza Milky Delite is a combination of delicious mangoes and milk, blended together, to delightfully satiate the Indian palate. Over the next two months, Maaza Milky Delite would be retailed across 3,000 outlets in Kolkata. I am confident that consumers will find this latest innovation truly refreshing and delightful".
More About The Maaza Milky Delite Innovation...
Maaza Milky Delite is a delicious blend of juicy mangoes and milk developed especially by Coca-Cola India in its Research & Development Laboratory in Gurgaon. Prior to the launch, extensive consumer research and stability tests have been specially conducted to ensure that Maaza Milky Delite matched the taste preferences of the Indian consumers. The product has been formulated in such a manner, that it is able to withstand the Indian weather conditions and has a shelf life of 4 months.
To overcome any supply chain challenges, Coca-Cola India is sourcing the reconstituted milk and the mango pulp (Totapuri & Alphanso varieties) used in the manufacture of Maaza Milky Delite from suppliers within the country. Prior to bringing the innovation into the market, Coca-Cola India has also developed a special 'Cool Chain' right from the production plant to the distribution system, right down to the retailer. In addition, special training sessions have been organized for educating the sales team and retailers on product handling i.e. not to store Maaza Milky Delite in conditions where the temperature is over 30 degrees Celsius.
Connecting With Consumers...
Coca-Cola India has drawn up an aggressive consumer activation campaign to market Maaza Milky Delite in the selected channels and outlets in Kolkata. The 360-degree marketing communication plan involves organizing road shows including extensive experiential sampling sessions, presence in engaging touch points etc. Complementing the on ground initiatives, TV commercial bringing out the 'Sharing not possible' proposition of Maaza Milky Delite, would be aired on all leading channels in Kolkata. The entire brand campaign has been developed and executed by Leo Burnett.